Made to stick: the science of adult learning.

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A presentation I have given about a dozen times over the years, last presented in May of 2011. An overview of 'Made to Stick' by Dan and Chip Heath - a great book for educators!

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  • can you please tell me How do the 2 steps for making ideas stick relate to the concept of "target audience"?
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  • $2.38 for Rokia vs $1.14 Hunger $2.34 ‘baby’/Rokia vs $1.26 math/Rokia $2.38 for Rokia vs $1.14 Hunger $2.34 ‘baby’/Rokia vs $1.26 math/Rokia
  • Meta-analysis of 35 studies N = 3214 subjects
  • Made to stick: the science of adult learning.

    1. 1. Made to Stick Brian S. McGowan, PhD May 6 th , 2011
    2. 2. http://www.madetostick.com
    3. 3. Made to Stick <ul><li>Built off the work of Malcolm Gladwell: </li></ul><ul><li>“ Tipping Point examined the forces that cause social phenomena to ‘tip’, or make the leap from small groups to big groups.” </li></ul><ul><li>“ Tipping Point had 3 sections: </li></ul><ul><ul><li>First - the need to get the right people </li></ul></ul><ul><ul><li>Third - the need for the right context </li></ul></ul><ul><ul><li>The second – ‘the stickiness factor’ ” </li></ul></ul>
    4. 4. Made to Stick Lesson #1: What is Sticky?
    5. 5. Why are ‘we’ here: <ul><li>We = the CME community </li></ul><ul><li>We are the seed AND the soil for excellence in education . </li></ul><ul><li>… success lies in our ability to transfer knowledge . </li></ul>
    6. 6. MTS: Calls to Action <ul><li>Everything can be made (more) rememberable. </li></ul><ul><li>We must challenge ourselves to make things stick(y)/(ier). </li></ul><ul><li>Never stop asking: “How can [this] be stickier?” </li></ul>
    7. 7. <ul><li>Example </li></ul>
    8. 8. <ul><li>Is this sticky? </li></ul>
    9. 9. Example #1: How can this be stickier?
    10. 10. What is the AHRQ Study? <ul><li>K nowledge </li></ul><ul><li>A ttitude </li></ul><ul><li>S kills </li></ul><ul><li>B ehavior </li></ul><ul><li>O utcomes </li></ul><ul><li>Do changes endure? </li></ul>
    11. 11. What is the AHRQ Study? <ul><li>K </li></ul>A S B O
    12. 12. Which is Stickier? KASBO
    13. 13. Made to Stick Model <ul><li>Simple </li></ul><ul><li>Unexpected </li></ul><ul><li>Concrete </li></ul><ul><li>Credible </li></ul><ul><li>Emotional </li></ul><ul><li>Stories </li></ul>
    14. 14. Made to Stick Model <ul><li>S </li></ul>U C C E S S
    15. 15. Made to Stick Lesson #2: Simple
    16. 16. SIMPLE Spotting and Communicating A Clear Message
    17. 17. Simple is Sticky <ul><li>The Archvillain of sticky ideas is the Curse of Knowledge </li></ul><ul><li>Our learners have a lot to say about how our messages are transferred </li></ul>
    18. 18. The Curse of Knowledge <ul><li>The more we know something, the less able we are to imagine what it feels like not to know it… </li></ul><ul><li>The greater the challenge: </li></ul><ul><ul><li>to make break something down </li></ul></ul><ul><ul><li>to engage without overwhelming </li></ul></ul><ul><ul><li>to develop an accessible message </li></ul></ul>Learners have a lot to say about how your messages are ‘transferred’
    19. 19. Need To Communicate <ul><li>Military </li></ul><ul><li>Air Traffic Control </li></ul><ul><li>Emergency Room </li></ul><ul><li>Surgeons </li></ul>What can we learn from the communication strategies of these highly skilled, high stress professions?
    20. 20. A Simple Roadmap <ul><li>Commander’s Intent: </li></ul><ul><ul><li>No plan survives contact with the enemy. </li></ul></ul><ul><li>Ask yourselves: </li></ul><ul><ul><li>If we do nothing else during tomorrow’s mission we must __________. </li></ul></ul><ul><ul><li>The single, most important thing we must do tomorrow is __________. </li></ul></ul>
    21. 21. Simple is… <ul><li>A engineer knows she has created a masterpiece not when there is nothing left to add, but when there is nothing left to takeaway. </li></ul><ul><ul><li>Antoine de Saint-Exupery </li></ul></ul>
    22. 22. A Simple Exercise #1: <ul><li>Tappers and Listeners Experiment </li></ul><ul><ul><li>Think of three of your favorite songs – privately jot them down </li></ul></ul><ul><ul><li>Ask a colleague or friend. “Can you guess the song I am about to drum for you?” </li></ul></ul><ul><ul><li>Don’t stop until all of the songs have been guessed – no hints! </li></ul></ul><ul><ul><li>Learn from the challenges presented by perspective… </li></ul></ul>
    23. 23. Made to Stick Lesson #3: Unexpected
    24. 24. UNEXPECTED Building a Treasure Map Experience for Learners
    25. 25. UNEXPECTED The IOM says our CE system is broken…. stay tuned to learn why it may be all YOUR fault…
    26. 26. The First Step of Knowledge Transfer <ul><li>The more we are confronted with our knowledge gaps, the more likely we are to be curious </li></ul><ul><li>Unexpectedness IS NOT about a gimmick </li></ul><ul><li>Unexpectedness IS NOT about clipart </li></ul><ul><li>Unexpectedness IS NOT about animations </li></ul><ul><li>Unexpectedness IS about peaking a learner’s curiosity </li></ul>
    27. 27. Every ‘Aha!’ moment must be preceded with a ‘Huh?’ moment
    28. 28. An itch to be scratched… <ul><li>The attention-grabbing action must force the learner to ask THE question that you are ready to answer… </li></ul><ul><ul><li>Curiosity-peaking actions that do not focus the learner are counterproductive </li></ul></ul><ul><ul><li>Predisposing actions not followed by solutions are ‘painful’ </li></ul></ul>Are your programs (communications) attracting attention or distracting attention?
    29. 29. Coming up on News at 11… <ul><li>Temperatures are stable for the next few days, but a drastic change is in order for the weekend, stay to find out whether you will need shorts or a parka… </li></ul><ul><li>There is an insidious new addiction raging through our middle schools and the source might be…YOU. </li></ul>Are your activities teasing or spoon-feeding the learners?
    30. 30. An Unexpected Exercise #2: <ul><li>Consider the last talk you gave or worked on: </li></ul><ul><ul><li>How did the presentation begin? </li></ul></ul><ul><ul><li>Did it attract or distract attention? </li></ul></ul><ul><ul><li>What was done to frame the question? </li></ul></ul>
    31. 31. Made to Stick Lesson #4: Concrete
    32. 32. CONCRETE Use Pre-built Handles
    33. 33. Concrete is the easiest to embrace! (pg 129) Of all of the components of the MTS model… <ul><li>Easily understood </li></ul><ul><li>Easily remembered </li></ul>
    34. 34. Did You Ever Wonder… <ul><li>Are fables memorable because they are so concrete or are they so concrete because the ambiguity and abstraction was lost – was the forgettable stuff forgotten over time? (pg 107) </li></ul>
    35. 35. Concrete Concepts Are The Only Common Language <ul><li>Abstraction is the luxury of the expert. If you’ve got to teach an idea to a room full of people, and you aren’t certain what they know, concreteness is the only safe language (pg 104) </li></ul>
    36. 36. Concrete Ideas are SMART <ul><li>Specific </li></ul><ul><li>Measurable </li></ul><ul><li>Attainable </li></ul><ul><li>Realistic </li></ul><ul><li>Timely </li></ul>The Biology of Sticky The Velcro Number
    37. 37. Concrete Concepts Allow Learners To Understand And Learn <ul><li>There is no compromise in teaching… </li></ul><ul><li>Like the tappers and listeners game…it can feel unnatural to talk concretely about subject matter [we know well]… but if we are willing to make the effort we will see the reward. </li></ul>
    38. 38. A Concrete Exercise #3: <ul><li>Ask your colleagues or friends: </li></ul><ul><li>In 20 seconds write down as many words as you can think of that end in -h. </li></ul><ul><li>In 20 seconds write down as many words as you can think of that end in -sh. </li></ul>Concrete Concepts Are Not Absolute: Know the Right Starting Point
    39. 39. Made to Stick Lesson #5: Credible
    40. 40. CREDIBLE Belief is The Gatekeeper to Memory
    41. 41. CREDIBLE Taking Advantage of Human Gullibility Since Antiquity Alternative Introduction:
    42. 42. Why Do We Believe Something <ul><li>It is easier/safer not to ask questions? </li></ul><ul><li>‘ doubt’ takes thought/energy </li></ul><ul><li>‘ doubt’ is unsettling </li></ul><ul><li>Some ideas just seem more ‘plausible’ </li></ul>
    43. 43. Why Do We Believe Something <ul><li>External Credibility : </li></ul><ul><ul><li>Family </li></ul></ul><ul><ul><li>Friends </li></ul></ul><ul><ul><li>Authorities </li></ul></ul><ul><li>Internal Credibility: </li></ul><ul><ul><li>Evidence-base </li></ul></ul><ul><ul><li>Experience </li></ul></ul><ul><ul><li>Details </li></ul></ul>non-modifiable vs modifiable factors
    44. 44. Friends, Family, & Authorities
    45. 45. Internal Credibility <ul><li>Evidence-base </li></ul><ul><li>Experience </li></ul><ul><li>Details </li></ul>… the most important thing to remember about using statistics effectively. Statistics are rarely meaningful in and of themselves. Statistics will, and should, almost always be used to illustrate a relationship…and learners should remember the relationship, not the numbers (pg 143)
    46. 46. Credible: Fueling Con-Artist Since Antiquity <ul><li>Kevin Trudeau regularly appeared on infomercials hawking &quot;miracle&quot; products </li></ul><ul><li>Until he was prosecuted by the Federal Trade Commission … </li></ul><ul><li>He ended up consenting to an agreement whereby he wouldn't appear on infomercials </li></ul>
    47. 47. Made to Stick Lesson #6: Emotional
    48. 48. EMOTIONAL The Grease that Lubricates the Gears of Learning..
    49. 49. Getting from A to B to C <ul><li>Knows </li></ul><ul><li>Knows how </li></ul><ul><li>Shows how </li></ul><ul><li>… but do we do? </li></ul><ul><li>For example: Exercise? </li></ul>
    50. 50. 3 Ways to Move an Audience? <ul><li>Use emotional triggers </li></ul><ul><li>Appeal to self interest </li></ul><ul><li>Appeal to self identity </li></ul>
    51. 51. Use Emotional Triggers <ul><li>One vs the Masses </li></ul><ul><li>Emotion vs Analysis </li></ul>
    52. 52. Appeal to Self Interests <ul><li>Transcendence – Helping others </li></ul><ul><li>Self-actualization – Fulfillment </li></ul><ul><li>Aesthetic – Balance/Beauty </li></ul><ul><li>Learning – Knowing </li></ul><ul><li>Esteem – Status </li></ul><ul><li>Belonging – Affection </li></ul><ul><li>Security – Safety </li></ul><ul><li>Physical – Comfort </li></ul>
    53. 53. Appeal to Self Interests <ul><li>What’s In It For You? </li></ul><ul><ul><li>Highlight the benefit of the benefit </li></ul></ul><ul><li>Classic advertising example: </li></ul><ul><ul><li>The room was full of laughter as you approached the piano, but as you began to play… </li></ul></ul>
    54. 54. Appeal to Self Identity <ul><li>What’s In It For People Like You? </li></ul><ul><ul><li>Subjective norms </li></ul></ul><ul><li>2 examples: </li></ul><ul><ul><li>“ Bubba’s and Texans” </li></ul></ul><ul><ul><li>Firefighters and popcorn makers </li></ul></ul>
    55. 55. Made to Stick Lesson #7: Stories
    56. 56. STORIES The Immense Power of “Role-playing”
    57. 57. The Next Best Thing… <ul><li>“… sit still and picture yourself performing a task successfully, step by step…” </li></ul><ul><ul><li>Darts, trombone, skating… </li></ul></ul><ul><li>Mental practice produced 2/3rds of the benefits of physical practice </li></ul>
    58. 58. Knowledge Transfer <ul><li>Presenting facts = Analysis </li></ul><ul><li>Stories = Simulation </li></ul>
    59. 59. Imagination = Simulation <ul><li>Blurry line b/w protagonist & learner… </li></ul><ul><ul><li>We can not separate ourselves from the actions and emotions of the story </li></ul></ul><ul><ul><li>Wonders of a limited neurochemistry </li></ul></ul><ul><li>Advantage = Mass customization </li></ul>
    60. 60. What lessons did we learn? To Make Things Stick… S imple U nexpected C o ncrete C redible E motional S tories
    61. 61. Summary Everything can be made (more) rememberable.
    62. 62. Questions or Comments

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